TV remained the dominant device for viewing video in the US during Q2 2011, although mobile video viewership is catching up to and in some cases surpassing viewing of video on the internet, according to The Nielsen Company Q1 2011 Cross-Platform Report. Average monthly viewing time of video on TV was much higher than average video viewing time on internet and mobile for all ages and genders during Q2 2011.
Females 50 and up had the highest average monthly time spent watching video on TV (217 hours and 44 minutes), while all males 2 and up spent an average of 150 hours and 53 minutes and all females 2 and up spent an average of 166 hours and 20 minutes.
Mobile Video Popular with Females
Although mobile devices are often seen as gadgets preferred by males, females and males 2 and up spend the same average monthly time viewing video via mobile device (four hours and 20 minutes). In addition, females 50 and up spend significantly more time per month viewing video via mobile device (three hours and 37 minutes) than men 50 and up (two hours and 10 minutes).
While in all age categories, males watch more video online than on mobile device, mobile video viewing time surpasses online video viewing time among females 2 and up and 50 and up.
African-Americans Watch Most TV, Mobile Video
Breaking down video viewership habits by ethnicity, Nielsen data shows that African-Americans spend the most time in average month watching video on TV (212 hours and 53 minutes) and via mobile device (six hours and 30 minutes).Meanwhile, Asians lead in average monthly time spent watching video on the internet (10 hours and 19 minutes), while whites spend the most monthly time on average watching timeshifted video (11 hours and 55 minutes) and DVR playback video (26 hours and 59 minutes).
Mobile Video Audience Skews Younger
A combined 62% of mobile video viewers are between the ages of 12 and 24 (no mobile data exists for viewers age 2-11). In contrast, a combined 65% of TV video viewers are 35 and up, while a combined 59% of internet video viewers are 35 and up.
Pew: 7 in 10 Online Adults Share Videos
As of May 2011, 71% of online adults reported watching videos on a video sharing site such as YouTube or Vimeo, according to data from the Pew Internet & American Life Project. While there is no difference in online video watching by gender, there are several significant demographic differences in rates of video sharing site usage.
The demographic group with the single highest rate of watching online videos is adults age 18-29, with 92% ever using a video sharing site. This is almost triple the 31% of adults 65 and older who report doing so.
Meanwhile, 81% of Hispanics have used a video-sharing site, 6% more than the 76% of African-Americans and 17% more than the 69% of whites who have done so. Household income discrepancies are less significant, but adults with a household income of $75,000 or more have used video-sharing sites at a rate 14% higher than those with a household income less than $30,000 (81% compared to 71%).
Three-quarters (75%) of both college grads and those with some college have watched online video, 19% more than the 63% of high school grads who have done so. Discrepancies according to urban, suburban or rural dwelling are minimal.
Source: marketingcharts.com
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